Keeping an Icon Fresh: Q&A with Canada Dry SVP of Brand Marketing, Derek Dabrowski
Canada Dry® is one of the powerhouse brands of the carbonated soft drink (CSD) aisle. With 18 consecutive years of dollar growth and an unbroken reign as the nation’s #1 ginger ale[1], its momentum reflects a brand that has evolved without losing its core appeal. Today, Canada Dry blends its timeless, crisp refreshment with modern, insight‑driven innovation, including the breakout success of Canada Dry Fruit Splash Cherry Ginger Ale, the #1 CSD innovation of 2024[2].
We sat down with Derek Dabrowski, SVP of Brand Marketing, to discuss why Canada Dry sodas staying power is stronger than ever and how the brand continues to win across occasions and consumers.
1. Canada Dry holds an impressive 18 consecutive years if dollar growth. What has contributed to its staying power?
When talking about a brand’s staying power it always comes down to the meaningful role the brand plays in people’s lives. Canada Dry owns a very real human moment – that moment when you finally sit down, exhale, and unwind. That crisp ginger taste has become synonymous with comfort, and consumers have reinforced that connection over generations.
At the same time, at KDP we haven’t stood still. Innovation like Fruit Splash brings new buyers into the franchise by adding flavor variety that feels modern, but still unmistakably Canada Dry. We’re evolving the portfolio while staying true to the brand’s soul.
But great brands don’t grow on strategy alone. This kind of consistency only happens because teams keep expanding availability, executing at shelf, and ensuring Canada Dry shows up strong wherever consumers shop.
That combination – staying familiar while still giving people new reasons to come in, while executing at a high level – is what’s kept the brand growing for almost two decades straight. It’s brand, innovation, and in-market execution all working together.
2. What do people underestimate about Canada Dry?
People often underestimate how hard it is to keep an established brand growing in today’s beverage landscape. We’re in an era of what I call the proliferation of choice. There are more beverage options than ever, all competing for a finite set of daily drinking occasions. That means we can never get complacent. Some of our competitors have massive budgets, others are small and scrappy, but we are all fighting for attention, shelf space, and relevance.
To stay ahead, we have to keep earning our place, we have to stay connected to what people already love about Canada Dry, and we have to offer new ways to engage with the brand through packaging, availability, and innovation. Balancing all of that is harder than it looks, and it takes real focus and dedication to keep a brand like this moving forward year after year.
3. What have been the most important ways the brand has evolved over time without losing what made it iconic?
Our evolution has always been about building upon what people already love about Canada Dry, not replacing it or reinventing it. We’re really clear on what is at the core of Canada Dry – that crisp ginger taste and the comfort people associate with it. Therefore, every move starts there. Innovation like Fruit Splash is a good example. It adds flavor variety that feels current and helps bring in new buyers, but it still tastes distinctly like Canada Dry. The same applies to Zero Sugar, seasonal flavors, and different pack formats like mini cans. We’re always giving consumers more ways to enjoy Canada Dry in more moments, while keeping the experience they expect.
4. What’s new for the brand this year?
We’re really excited to introduce Canada Dry Strawberry Fruit Splash. It builds on the momentum we’ve seen with Cherry Fruit Splash. It’ll be available in both Regular and Zero Sugar, with a splash of real juice. What’s been especially encouraging is how strongly it’s resonating in testing. It’s one of the most liked new flavors we’ve put in market in recent years.
5. How is Canada Dry thinking about marketing in unique and creative ways in 2026?
We’re focused on showing up on channels where consumers are already discovering what to try next, which means leaning into creators, social platforms and having a strong in-store presence with a distinct shoppable moment. We’re also leaning into sampling and real-world experiences. Canada Dry is one of those brands that wins once it’s in your hand, so getting “liquid to lips” is still an incredibly powerful tool for us. Additionally, consumers are increasingly prioritizing experiences over things, making brand-connected memories especially powerful.
Ultimately, the goal is simple: deepen our connection with the people who already love the brand, introduce Canada Dry to new households, and earn a place in those everyday moments when someone just wants to sit back, relax, and enjoy something refreshing.
[1] CLT Sensory Testing Jan 2024
[2] Circana FY 2024